THE EFFECT OF SERVICE MARKETING MIX TOWARDS BUYING DECISION OF SAMIJAYA

Abstract

The purpose of this study is to find out which factors can influence the decision for wallpaper products. The factors included in this study include product, price, promotion, location, human resources, processes, and physical evidence. This research was conducted using descriptive quantitative analysis. The sample from this study was a prospective buyers from the Samijaya company who had come to the Samijaya shop. The total number of respondents included in the category is 100 people by using a purposive sampling. The data is collected using a questionnaire and the researcher uses SPSS program to process the data. The results of this study can be summarized into (1) all the independent variable are positively affecting the dependent variable, there are only two variables which significantly affect the dependent variable buying decision which is product and physical evidence, (2) physical evidence variable is the most significant independent variable affecting buying decision, (3) with a determination coefficient of 0.35, it can be concluded that the independent variables can explain as much as 35% of the dependent variable, while the 65% can be explain with the variables that were not in this study.